Brand Guidelines
Updated April 2025
Tone of Voice
How we say what we say is just as important as what we say.
A brand isn't just a logo or set of colors or images. It’s a consistent way of sharing our ideas and thoughts. This is conveyed through our tone of voice, our personality on paper, if you will.
Brand Personality
Brave
Our brand thrives on courage and innovation. We’re not afraid to venture into uncharted territories or embrace new ideas in travel and storytelling. This bravery is evident in our bold choices, whether it’s exploring lesser-known destinations or adopting unconventional narrative techniques. We encourage taking calculated risks to create unforgettable experiences and stories, inspiring both our clients and their travelers to step out of their comfort zones.
Playful
We infuse a sense of playfulness in our communication and storytelling. Travel is about exploration, joy, and discovery, and our brand embodies these elements. Our playful attitude is reflected in our creative approach to content, our lively interactions with clients, and the engaging experiences we craft. We believe that a touch of playfulness can turn ordinary journeys into memorable adventures.
Respectful
Respect is at the core of our interactions with clients, partners, and travelers. We understand and honor the diverse cultures, traditions, and values encountered in the world of travel. Our communication is inclusive, empathetic, and considerate, ensuring that every story we tell is done with integrity and sensitivity. We respect the environment and advocate for sustainable travel practices, reflecting our commitment to responsible storytelling.
Powerful
Our brand exudes a sense of strength and influence, derived from our expertise and success in connecting travelers with destinations. We command attention through compelling narratives and impactful marketing strategies. Our powerful presence is not about dominance but about inspiring confidence and trust in our clients and their audiences. We leverage this power to create positive change and meaningful experiences in the travel industry.
We are
Brave
BUT NOT
Careless
Creative
BUT NOT
Pointless
Entertaining
BUT NOT
Pedestrian
Inclusive
BUT NOT
Pandering
Smart
BUT NOT
Condescending
Sophisticated
BUT NOT
Unapproachable
Brand Position
Why we do what we do
Because nothing is more powerful than a story well told.
Our tone embodies the power of storytelling. It’s engaging, evocative, and deeply rooted in the art of narrative. We believe in the transformative power of stories, and our communication reflects this belief, aiming to captivate and inspire our audience with every word.
What we do every time
We connect travelers with brands by crafting stories they want to share.
In connecting travelers with brands, our tone is both inviting and connective. We focus on creating a sense of shared experience, using language that resonates with both travelers and brands. Our communication is a bridge, built on understanding and mutual interest, crafted to facilitate meaningful connections through shared stories.
How we do it consistently
From research to production, distribution to promotion, we combine strategic focus with proven literary technique to tell exceptional stories in prose, song, art, podcast, and film.
Our approach combines strategic focus with creative flair. We communicate in a way that highlights our expertise in both research and production. Our tone reflects our commitment to excellence in every aspect of storytelling – whether it’s development, pre-production, production, post, or distribution and marketing. We blend analytical insights with creative techniques, ensuring that our narratives are not only exceptional but also strategically aligned with our goals.
Our voice is versatile, adapting to different mediums while maintaining consistency in quality and impact. We are as comfortable discussing the nuances of literary techniques as we are in breaking down complex data for strategic planning. This adaptability ensures that our stories are not only well-told but also well-received, resonating with a diverse range of audiences.
Our voice is versatile, adapting to different mediums while maintaining consistency in quality and impact. We are as comfortable discussing the nuances of literary techniques as we are in breaking down complex data for strategic planning. This adaptability ensures that our stories are not only well-told but also well-received, resonating with a diverse range of audiences.